成品油零售个性化营销探索与思考  

Exploration and Reflection on Differentiated Marketing of Refined Oil Retail

作　　者：晏婕 YAN Jie(SINOPEC Marketing Yunnan Company,Kunming,Yunnan 650299,China)

机构地区：[1]中国石化销售股份有限公司云南石油分公司,云南昆明650299

出　　处：《能源化工财经与管理》2024年第3期56-59,共4页

摘　　要：随着新消费的发展,成品油零售客户需求正不断变化。如何满足客户个性化需求,成为当前成品油零售企业高质量发展需要解决的问题。从大数据营销、会员体系、网络技术以及客户感知价值等方面,围绕业务重点,分析成品油零售客户个性化需求以及相应营销模式,探索思考持续提升成品油零售企业竞争力和服务力的营销策略。With the development of new consumption,retail customer demand for refined oil products is constantly changing.Meeting the personalized demands of customers has become an issue that needs to be solved by refined oil retail enterprises to achieve high-quality development.From big data marketing,membership systems,network technology,and customer perceived value,this paper analyzes the personalized demands of refined oil retail customers and the corresponding marketing modes oriented on core business,and then explores the marketing strategies for continuously improving the competitiveness and service of refined oil retail enterprises.

关 键 词：成品油零售 市场营销 大数据营销 会员体系 客户感知价值 

分 类 号：F274[经济管理—企业管理] F426.22[经济管理—国民经济]